It’s no secret, brands want to work with bloggers.
Bloggers who run their blog as a business (or part of it) are an incredibly talented bunch with faithful audiences and followers. And there are brand campaigns for just about every genre of blogging. So, why wouldn’t brands want to work with us? We’ve got great reach!
But, contrary to popular belief, blog-brand partnerships are not entirely about numbers and reach.
What brands want most from a blogger is the loyalty and credibility they provide. Let me repeat that last sentence. What brands want most from a blogger is the loyalty and credibility they provide.
Brands covet CONTENT over advertising. <— Tweet This!
Think about it. You write for your audience day in and day out. You converse with them in blog comments and on social media. They trust you. They look up to you. If you tell your audience Brand X makes great thingamajigs they’re going to believe you!
That’s why it’s uber important to be choosy about which brands you work with. If you turn your audience off, you’re setting yourself up for failure. It’s pretty hard to earn back lost trust.
Make sure you work only with brands that fit your blog’s niche topics. <— Tweet This!
So credibility and authenticity matter the most. But what about those numbers? Do they matter too? The answer is yes they do.
Just how big does your blog need to be to work with the brands you love?
Of course companies and PR agencies want to know your stats. They’re spending money to work with you any way you look at it, so it has to make sense on the bottom line.
So exactly how big do your numbers have to be before a brand will work with you? How many pageviews, subscribers and followers do you need?
Unfortunately there is no finite, definite answer. That’s because each project/brand/campaign is completely different from the next. There are no hard and fast rules. Believe me, I’ve asked! This can be a good thing for bloggers that don’t have followers or pageviews in the millions or even hundreds of thousands though.
Since I know many bloggers really want to know actual numbers, I asked around. I asked other bloggers, brands and PR companies and the professionals I spoke with kindly provided some generalities that brand/PR agencies use when considering a potential collaboration.
Here are some good guidelines:
- For individual pitches, you should have more than five to ten thousand pageviews per month and a decent social media following.
- Ad networks and some media companies often require unique pageviews higher than 20,000 per month before they will consider working with a blogger on sponsored campaigns. This is especially true for large national or multi-national brands.
- The more specific your niche and that of the brand you want to work with the smaller your numbers can be.
Essentially, once you are regularly getting five to ten thousand pageviews a month, feel free to reach out to a brand or two. Just don’t ask for the moon if you haven’t proven yourself yet.
So what are the big takeaways about beginning to work with brands? Know your audience well and start where you’re at. Only work with credible brands that fit well with your readers/followers. And even if you’re small you can start now with campaigns that match the size of your audience.
After all, what’s the worst a brand could say? No?